"As people start relying on chatbots to discover new products, retailers are having to rethink their approach to online marketing. For decades, companies tried to game Google's search results by using strategies known collectively as search engine optimization, or SEO. Now, in order to get noticed by AI bots, more brands are turning to "generative engine optimization," or GEO. The cottage industry is expected to be worth nearly $850 million this year, according to one market research estimate."
"GEO, in many ways, is less a new invention than the next phase of SEO. Many GEO consultants, in fact, came from the world of SEO. At least some of their old strategies likely still apply since the core goal remains the same: anticipate the questions people will ask and make sure your content appears in the answers. But there's also growing evidence that chatbots are surfacing different kinds of information than search engines."
More Americans are using large language models instead of Google to find gifts, deals, and sales this holiday season. Retailers could see up to a 520 percent increase in traffic from chatbots and AI search engines compared to 2024, according to Adobe. OpenAI partnered with Walmart to allow users to buy goods directly within the chat window. Brands are adopting generative engine optimization (GEO), an evolution of SEO that may be worth nearly $850 million, to appear in chatbot responses. GEO emphasizes anticipating conversational queries and presenting concise, structured information—like bulleted lists and FAQ pages—that chatbots favor over long-form, wordy content.
Read at WIRED
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